City Advertising and Promotion Commissioners approved three marketing support requests at their May 25 meeting with the first request coming from Laci Moffit for September’s Jeep Jam.
Moffitt explained that last year’s Jeep Jam was their first and exceeded attendance expectations more than 400 jeeps plus 175 day-trippers attending the multi-day event with host hotels selling that weekend out. The event included a show at the Passion Play grounds, three Jeep cruises, parade, and an additional fourth day this year. Moffit said the $5,000 request would be used primarily for Facebook and Instagram marketing but would also be used for digital billboards in Oklahoma and Missouri.
The second Jeep related request came from Trish Collins for Eureka Springs Jeep Fest in early June at 3B Off-Road Park south of town. The $5,000 request would assist in continued radio and social media marketing campaigns, and Collins said that the event draws visitors as far north as Michigan as well as Louisiana, Missouri, Oklahoma, and Kansas.
Tourism Director Madison Dawson clarified that the requested funds would pay for marketing already completed. She said Collins had given her information about the marketing campaigns and Dawson gave her support of the request.
Chair Jeff Carter asked what events would be in town versus at the park. Collins explained the event included a cruise downtown and along area backroads, a downtown scavenger hunt, and that many stay in town due to the park not able to accommodate all for camping due to its small size.
The other marketing request, presented by commissioner Carol Wright, was for Opera in the Ozarks’ summer season. Wright said the $5,000 support was part of a $65,000 campaign by the Opera which is bringing 36 students to participate in the season this year. She said total attendance for events is estimated at 8,000 and the Opera draws in national and international visitors.
All marketing support requests were approved unanimously.
Other approvals
Commissioners also approved revised marketing request guidelines that had been discussed at their past workshop. The major changes included lower the amount per year that can be awarded to one organization from $10,000 to $7,500 and a 45 – 60-day application timeline before the event.
And finally, commissioners approved moving forward with an attorney agreement with Bill Watkins. Dawson explained that it is common for a destination marketing organization to have an attorney on retainer for clarification on legal questions that may arise from day-to-day or administrative operations. She said that Watkins has expertise on Arkansas A&Ps and the CAPC already has $7,000 in their budget for this purpose. Both approvals were made unanimously.
Other Item
- A workshop date in July for Paradise Marketing to showcase the start of the new CAPC website is being aimed for. Commissioners hope to see the beginnings of layout design as well as website mapping completed to show the public.